Open AccessTHE INFLUENCE OF THE DARE TO BE BARE CAMPAIGN ON BRAND IMAGE ON INSTAGRAM @RAIKUBEAUTY
Author(s) -
Vanisha Octaviana,
Daniel Susilo,
Mateo Jose A. Vidal
Publication year - 2021
Publication title -
sinergi
Language(s) - English
Resource type - Journals
eISSN - 2549-0419
pISSN - 2087-4987
DOI - 10.25139/sng.v11i2.4136
Subject(s) - beauty , advertising , social media , brand image , competitor analysis , product (mathematics) , population , sample (material) , psychology , sociology , business , art , marketing , mathematics , computer science , aesthetics , physics , geometry , demography , world wide web , thermodynamics
A woman's beauty comes from within, not from the outside. Raiku Beauty is able to establish itself amid its long-established beauty product competitors, despite its youth. Through @RaikuBeauty, Raiku Beauty uses Instagram to transmit messages and communicate a product in order to establish a brand image. The goal of this research was to determine whether there is an effect of @Raikubeauty Instagram social media content on the dare to be bare campaign on the Image Raiku brand. Quantitative explanatory research is used, including data collection techniques in the form of surveys. The population consisted of @Raikubeauty followers, with a sample size of 395 responses calculated using the Taro Yamane formula, and the hypothesis was tested using simple linear regression. The findings of hypothesis testing suggest that social media content on Instagram regarding the campaign dare to be bare has a substantial effect on brand image by 60.2 percent. This suggests that the dimensions of campaign-related social media material have an impact on brand image.